Earticle

환경문제에 대한 소비자들의 관심이 높아짐에 따라 제품광고에서 친환경소구 사용이 증가하고 있다. 그러나, 소비자태도와 구매의도에 미치는 친환경소구의 영향은 실증적, 효과적으로 규명되지 못하고 있다. 본 연구는 소비자들의 태도와 구매의도에 미치는 친환경소구의 영향을 실험설계를 이용하여 캐나다소비자들을 대상으로 조사하였다. 더 나아가, 소비자 개인차이변수들에 의해 친환경소구의 광고효과가 향상될 수 있는지 검증하였다. 실험결과에 따르면, 친환경소구광고가 비 환경소구광고보다 더 높은 광고효과를 보여줌으로써 친환경소구가 광고효과에 긍정적인 영향을 미치는 것으로 나타났다. 또한 친환경소구광고의 긍정적인 효과는 환경문제에 대한 기존 태도 및 행동, 그리고 환경문제해결에서 자아효능감이 높은 소비자들에게서 더 높게 나타났다. 반면, 환경문제에 대한 기존 태도 및 행동, 그리고 자아효능감에서 낮은 성향을 보여주는 소비자들에게서는 친환경소구의 긍정적인 효과를 발견하지 못했다. 즉, 친환경소구의 광고효과는 소비자들의 환경의식에 의해 효과적으로 조절될 수 있음이 제시되었다.

Despite the popular use of environmental claims in advertising, the effectiveness of environmental claims is still unclear because of lack of scientific research on this issue. This study employs an experimental design to investigate the influence of environmental claims on Canadian consumers’ attitudes and purchase intentions. The effectiveness of environmental claims is further analyzed by considering individual differences - consumer’s environmental consciousness and beliefs. Findings show that the use of environmental claims contained in a product advertisement can be helpful in generating favourable attitudinal responses and that the positive effects of environmental claims can be influenced by consumers’ pre-existing environmental standings. These findings have promising managerial implications for firms looking to affect green segments through the use of environmental claims.

본 연구는 지속가능소비의 영향변수를 규명하고 독립변수와 종속변수간의 매개효과와 조절효과를 검증하는데 목적을 둔다. 광범위한 선행연구 고찰을 통해 변수들을 선정하였으며 지속가능소비는 환경, 사회, 경제영역의 다 영역적 관점에 초점을 두고 국내에서 개발한 척도를 사용하였다. 전국의 성인소비자를 대상으로 할당표집방법의 온라인 설문조사를 시행하였으며, 수집한 616명의 소비자 응답자료에 대하여 통계분석을 하였다. 본 연구의 주 요결과는 다음과 같다. 첫째, 인구통계적 특성에 따른 지속가능소비수준의 차이를 살펴본 결과, 성별, 결혼여부, 소득은 모든 지속가능소비 영역에 유의한 평균차이를 보이는 것으로 나타났다. 지속가능소비의 영역별로 보면, 환경영역은 성별, 결혼여부, 학력, 직업, 소득이, 사회영역은 성별, 결혼여부, 소득이, 경제영역에서는 성별, 결혼 여부, 직업, 소득이 집단별 차이를 보였다. 둘째, 관련변수들이 지속가능소비에 미치는 영향을 살펴본 결과 높은 설명력을 보였다. 지속가능소비의 전 영역에서 공통적으로 영향력이 있는 변수는 친환경/친사회적 자아정체성, 지각된 소비자효과, 환경적 가치, 미래지향 시간관점이었다. 대부분의 인구통계변수는 모든 영역에서 영향력 있 는 변수로 나타나지 않았다. 셋째, 매개변수인 지각된 소비자 효과는 독립변수와 모든 영역의 지속가능소비간의 관계에서 통계적으로 유의한 매개효과를 보였다. 매개효과가 나타난 독립변수는 친환경/친사회적 자아정체성, 미 래지향 시간관점, 기후변화인식, 자아초월가치였다. 넷째, 마음챙김 변수의 조절효과는 지속가능소비의 환경영역 과 사회영역에서 나타났다. 지속가능소비와의 관계에서 마음챙김의 조절효과가 나타난 독립변수는 기후변화인식, 기후변화시장신념이었다. 본 연구는 지속가능소비의 예측변수뿐만 아니라 지각된 소비자효과의 매개효과와 마음 챙김의 조절효과를 밝힘으로써 지속가능소비의 영향요인에 대한 연구의 지평을 보다 확장시킨 점에 의의가 있다 고 본다. 연구결과를 토대로 지속가능한 소비를 위한 주요 주체인 정부, 기업, 소비자에게 그리고 사회문화적인 제언을 하였다.

The purpose of this study is to identify the influencing variables of sustainable consumption and to identify the mediating and moderating effects between the independent and dependent variables. Variables were selected through the extensive review of previous studies, and the scale developed in Korea was used for sustainable consumption, focusing on multi-domain perspectives in the environment, society, and economy. An online survey was conducted on adult consumers nationwide by quota sampling method, and the data collected from 616 consumers were analyzed statistically. The main results of this study are as follows. First, as a result of examining the difference in the level of sustainable consumption according to the group of demographic variables, gender, marital status, and income showed a significant mean difference in all sustainable consumption domains. In the domain of sustainable consumption, the environmental domain showed differences by gender, marital status, education, occupation and income; social domain showed differences by gender, marital status and income; economic domain showed differences by gender, marital status, and income. Second, as a result of examining the effect of related variables on sustainable consumption, it showed highly explanatory power. The commonly influential variables in all domains of sustainable consumption were pro-environmental/pro-social self-identity, perceived consumer effectiveness, environmental value, and time perspective of considering future. Most demographic variables didn't appear to be influential variables in all domains. Third, the variable of perceived consumer effectiveness showed statistically significant mediating effects in the relationship between the independent variables and sustainable consumption in all domains. The independent variables with the mediating effect were pro-environmental/ pro-social self-identity, time perspective of considering future, awareness of climate change, and self-transcendence value, and in particular, the self-transcendence value showed a complete mediating effect. Fourth, the moderating effect of mindfulness variable appeared in the environmental and social domain of sustainable consumption. The independent variables that showed the moderating effect of mindfulness in the relationship with sustainable consumption were awareness of climate change and market-based beliefs on climate change. This study is meaningful because it further expanded the horizon of the study on the influencing factors of sustainable consumption by revealing the mediating effects of perceived consumer effectiveness and the moderating effects of mindfulness, as well as the predictors of sustainable consumption. Based upon the research results, some suggestions were made for the government, companies, and consumers which are the main subjects with socio-cultural suggestions.

본 연구는 페이스북 광고를 보는 소비자가 게시글에 대해 지각하는 사회적 거리에 따라 설득효과에 차이가 있는지, 이 과정에서 사용자의 자기해석이 조절효과를 갖는지 알아보고자 하였다. 이를 위해 2(사회적 거리: 가까움/멂) × 2(자기해석: 상호의존적/ 독립적)의 피험자간 설계로 실험을 실시하였고, 남녀 대학생 226명이 참여하였다. 결과를 요약하면 첫째, 페이스북 광고에 대한 반응으로서 사회적 거리가 가까운 사람(친구)이 제공하는 페이스북 게시글 광고에 대해서 사회적 거리가 먼 사람(기업의 홍보담당자)의 게시글 광고보다 ‘공유하기’ 같은 SNS 구전의도가 더 높게 나타났다. 둘째, 상호의존적 자기해석자는 사회적 거리가 가까운 친구가 게시한 페이스북 광고에 대해 기업 담당자가 게시한 경우보다 해당 제품에 대한 구매의도가 더 높은 반면, 독립적 자기해석자는 사회적 거리(친구 vs. 기업담당자)에 따른 구매의도 차이가 없었다. 본 연구는 페이스북과 같은 SNS 광고에 노출되는 소비자가 지각하는 광고 제공자와의 사회적 거리와 소비자의 자기해석이 광고의 설득 효과에 중요한 요인임을 확인함으로써, SNS 광고집행에 대한 실무적 함의를 제공할 뿐 아니라 SNS 광고효과에 관한 학문적 이해를 높였다는 데 의의를 가진다.

The purpose of this study is to examine how the effectiveness of social media advertising differs depending on social distance, a characteristic of the message source, and self-construal, a characteristic of consumers. To achieve this goal, the experiment was in 2 levels of social distance (close/far) by 2 levels of consumer's self-construal (interdependent/independent) between-subjects design. A total of 226 undergraduate students participated in this study. The results of this study are as follow. First, the interaction effect of social distance and self-construal on the on-line word-of-mouth) intention in social media was not statistically significant, but the main effect of social distance was significant. In other words, consumers were more willing to share the Facebook ads by close-social distance sources by pressing 'Share'. Second, the purchase intention depending on social distance and self-construal was statistically significant. In case of interdependent self-construal consumer, purchase intention of the product of close social distance (e.g., friend) was higher than in case of far social distance (e.g. marketer). On the other hand, in the case of independent self-construal consumer, there was no statistically significant difference in purchase intention between close friend and marketer. The results of this study have academic and practical significance by identifying the importance of social distance and self-construal in the development of social media advertisements.

본 연구에서는 기업의 CSV 가치 지각 수준과 윤리적 소비성향인 이타주의가 기업과 소비자의 가치일치성을 매개하여, 브랜드태도 및 제품의 구매의도에 어떠한 효과를 미치는지에대해 실증적으로 검증해보았다. 이를 위해 CSV 연계메시지를 제시한 그룹과 CSV 연계메시지를제시하지 않은 그룹 조건으로 실험자간 설계를 하였고, 총 2가지 시나리오 상황을 제시하여 실험을 진행하였다. 연구결과, ‘CSV의 경제적 가치’, ‘CSV의 사회적 가치’, ‘이타주의’는 모두 브랜드태도에 직접적인 영향을 미치지 않는 것으로 나타났으나, ‘가치일치성’을 매개하여 브랜드태도에 모두 영향을 미치는 것으로 나타났다. 이어서 CSV 가치와 연계 되어 있는 기업과 CSV 가치와 연계되어 있지 않은 기업을 대상으로, 두 집단에 의한 조절효과를 검증하였다. 그 결과, ‘CSV 의 사회적 가치’는 가치일치성을 매개하여 브랜드태도에 이르는 경로가 두 집단 모두 유의미한것으로 나타났으나, ‘CSV의 경제적 가치’는 CSV 연계 메시지를 제시하지 않은 집단에서만 유의미한 것으로 나타났다. 이타주의는 CSV 연계메시지를 제시한 집단에서만 브랜드태도에 이르는간접효과가 나타난 것으로 검증되어, CSV 가치 지각 수준에 의한 집단 간 조절효과가 있는 것으로 나타났다. 이러한 연구결과는 현재의 비즈니스 환경에서 점차 중요성이 강조되고 있는CSV 활동을 실행하는데 있어, 전략적 방향을 제시해 줄 수 있을 것으로 기대 된다.

This study empirically verifies the effectiveness of the perceived level of creating shared value(CSV) and altruism—ethical consumption propensity—on consumer brand attitude and purchase intentions with corporate-consumer value congruency as a mediator. While no direct effects were found of the economic or social value of CSV or altruism on brand attitude, the results show these factors influenced brand attitude through the mediating effect of value congruency. And then the moderating effect was compared for two groups—corporations linked to CSV and those not linked to CSV. The results reveal that the social value of CSV had a significant path to brand attitude through value congruency for both groups, while the economic value of CSV was significant only for the group that did not present CSV-related messages. The analysis also verified that altruism has an indirect effect on brand attitude for the companies with CSV-related messages, which implies that the perceived CSV level has a effect. It is expected that these results will suggest strategic directions for implementing CSV activities, which have growing importance in the current business environment.

본 연구는 럭셔리 패션 브랜드의 소셜미디어 지속가능 마케팅의 메시지 프레이밍 유형이 소비자의 브랜드 신 뢰에 미치는 영향에 있어 지각된 소비자 효과성이라는 개인의 인지적 특성이 갖는 상호작용적 관계를 규명하고자 하 였다. 연구 결과, 럭셔리 패션 브랜드의 메시지 프레이밍 유형은 소비자로 하여금 지각된 소비자 효과성을 높였으며, 수용자의 지각된 소비자 효과성은 각각 해당 브랜드에 대한 소비자의 신뢰를 형성하는데 영향을 주는 것이 확인되었 다. 단 메시지 프레이밍 유형은 소비자가 지각하는 브랜드 신뢰에는 유의한 영향을 미치지 않았다. 이러한 연구 결과 럭셔리 패션 브랜드의 메시지 프레임이 직접적으로도 소비자의 브랜드 신뢰를 형성하는데 있어 긍정적 효과를 불러 일으킨다는 것을 확인할 수 있었다.

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

The purpose of this study is to examine the effects of LOHAS consumption tendency and of the perceived consumer effectiveness of young consumers on trust and purchase intentions regarding upcycling fashion goods. Data were collected from a questionnaire survey of 201 university students living in Daegu City, South Korea. The data were analyzed to investigate a structural model and test the research hypotheses, using the AMOS 20.0 statistical package. The results can be summarized as follows. First, LOHAS consumption tendency had a positive impact on trust in upcycling fashion goods. Second, LOHAS consumption tendency did not impact purchase intention with regard to upcycling fashion goods. Third, perceived consumer effectiveness had a positive effect on trust in upcycling fashion goods. Fourth, perceived consumer effectiveness had a positive impact on purchase intention with regard to upcycling fashion goods. Fifth, trust had a positive influence on purchase intention regarding upcycling fashion goods. The results of this study provide guidance for marketers and retailers who are interested in upcycling fashion goods.

This study investigates determinants of green buying behavior. Using structural equation modeling, the effects of collectivism, values and attitudes on ecological purchase and their hierarchical relationships are investigated. Furthermore, a moderated multiple regression is applied to test whether the link between attitude and behavior is enhanced by the degree of perceived consumer effectiveness (PCE). The results suggest that collectivism is important in predicting green purchase. The positive influence of collectivism on consumer greenness flows through selftranscendence values. However, PCE fails to moderate the strength of the relationship between environmental attitudes and green purchase behavior. Implications for public policy and marketing communication efforts are discussed.

As a useful tool for mobile commerce, smartphones have both advantages and disadvantages. In this regard, previous studies have suggested that the mobile shopping mall environment differs in many respects from the environment of the computer- based Internet shopping mall in the cause of many limitations of the smart phone. Especially, several limitations of mobile commerce constraints and smart phone hardware have a negative impact on consumers' use of mobile shopping. In the end, many of Mobile Commerce's limited features will have to design a new level of mobile user experience in order to match the smartphone's hardware system. On the other hand, the limited interface of the smart phone, cause users to inconvenience the readability significantly, it will eventually have a negative impact on the usability of mobile devices. Therefore, in order to solve these various problems and to improve the usability of the value of mobile shopping, a user environment (usability characteristic) completely different from the characteristic environment of the conventional online shopping mall is required. On the other hand, smartphone operating systems are often not compatible with Internet web browsing programs. As a result, the functions implemented in the web page are simply applied to the mobile commerce environment, so that the mobile commercial function through the terminal is not performed yet. Therefore, in order to enable many convenience functions in the web page to be smoothly implemented in the mobile environment through the smart phone, it is necessary to make numerous changes in the characteristics of the use of the mobile user environment.

This study attempted to examine the influence relationship between biospheric consumer value, expected value for alternative meats, perceived consumer effectiveness, and attitude toward alternative meats. it was attempted to investigate how perceived consumer effectiveness and attitude toward alternative meats affect purchase intention and Intention to Pay Premium Price. In addition, this study tried to examine the moderating effect according to the level of food neophobia through multi-group analysis. A total of 413 questionnaires were used for the final analysis. The study results are summarized as follows. First, biospheric consumer value had a positive effect on perceived consumer effectiveness(β=.347, p=.000), but did not significantly affect attitude toward alternative meats. Second, among the expected value for alternative meats of consumers, functional value and health value did not significantly affect attitude, whereas epistemic value(β =.592, p=.000) and economic value (β=.381, p=. 000) had a positive effect on the attitude toward alternative meats. Third, perceived consumer effectiveness had a positive effect on purchase intention(β=.246, p=.000) and intention to pay price premium (β=.354, p=.000). Fourth, attitude toward alternative meats had a positive effect on purchase intention(β=.852 p=.000) and intention to pay premium price(β=.596, p=.000). Finally, as a result of analyzing the moderating effect according to the food neophobia level through multi-group analysis, it was found that there was no significant moderating effect. The results of this study provide useful guidelines for effective promotional messages about meat alternatives marketers.

This study examined the mediating effects of the perceived consumer effectiveness and sustainable consumer behavior (recycling and ecological conscious consumption behavior) on the relationship between environmental concerns and environment-friendly food consumption. A structural equation model was applied to explain the effects of perceived consumer effectiveness and sustainable consumer behavior as mediating variables on environment-friendly food consumption. The results were as follows. High environmental concerns might have a positive effect on the environment-friendly behavioral intention, but it might be difficult to link them to an actual action, such as a recycling behavior. On the other hand, perceived consumer effectiveness was found to be a factor influencing the prediction of sustainable consumption behavior, apart from environmental concerns. In addition, ecological conscious behavior had a statistically significant effect on environment-friendly food consumption and perceived consumer effectiveness had a statistically significant effect on environment-friendly food consumption. Second, the total effects and the indirect effects of the environmental concern-perceived consumer effect-sustainable consumption behavior were statistically significant. The total effects and indirect effects of the environmental concerns-perceived consumer effectiveness-ecological conscious behavior-environment-friendly food consumption were also statistically significant.

연구목적: 본 연구는 국내 채식주의자들을 대상으로 식품 관심도 요인들이 식물성 대체육 식품 구매에 대한 지각된 소비자 효과성과 태도에 미치는 영향을 파악하고자 하였다. 또한 식물성 식품 구매에 대한 태도가 재구매의도와 프리미엄 지불의사에 어떠한 영향을 미치는지를 분석하였다. 연구방법: 국내 채식주의자를 대상으로 211개의 표본을 확보하였고 이를 바탕으로 구조방정식 모형을 사용하여 총 6개의 가설을 검증하였다. 연구결과: 식품 관심도 요인들은 태도에 유의미한 영향을 미치지 않았다. 하지만 동물 관심과 환경 관심은 지각된 소비자 효과성에 정(+)의 영향을 미쳤으며 지각된 소비자 효과성이 완전매개 역할을 하여 태도에 정(+)의 영향으로 미치는 것으로 조사되었다. 태도는 재구매 의도와 프리미엄 지불의사에 정(+)의 유의한 영향을 나타냈다. 시사점: 본 연구의 결과로 국내 식물성 대체육 식품 기업은 채식인을 대상으로 마케팅 할 경우 그들의 긍정적인 태도와 재구매의도, 프리미엄 지불의사를 유발하기 위해 그들의 구매 행동이 결과적으로 동물과 환경에 긍정적인 영향을 미칠 수 있다는 부분을 강조해야 할 필요가 있음이 입증되었다.

Objective: The purpose of this study is to explore the influence of vegetarian consumers’ food concerns on PCE and attitudes toward PBMAs, Furthermore, it examines how attitudes affect repurchase intention and willingness to pay a premium. This study proposes a unique model examining the mediating role of PCE in attitudes toward PBMAs. Methods: Using a sample of 211 vegetarians who had purchased PBMAs with in the last 6 months. The collected data were analyzed with SEM. Results: The results showed that PCE directly mediated animal and environmental concerns on attitudes. However, the health concerns weren’t found to influence to the attitude on PBMAs. The attitude had a positive effect on the repurchase intention and willingness to pay a premium price. Implications: The findings provide valuable data for PBMAs producers, sellers and distributors in understanding their vegetarian consumers.

This study examines viability of zero waste manufacturing model in which manufacturing firms recycle parts and reuse materials to make a new product. Grounded on an economic model, we identify the conditions under which the monopolistic firm's zero waste action brings profit. We examine the profitability of the versioning strategy in the presence of two consumer types, including primary and eco-conscious consumers. The eco-conscious consumers are specified by a perceived consumer effectiveness that explains the consumers’ consideration and inclination to solve the prevalent societal problem. We find that offering single version is dominant over offering both versions under certain conditions, even though we also verify that the preeminence of versioning is usually applicable. We further analyze the impact of subsidies for the zero waste on firm’s profit and the social welfare. We find subsidies do not always benefit the manufacturer; if the subsidy does not exceed a certain level, it does not increase social welfare. We show that the high subsidy does not guarantee increasing social welfare when the market structure is known. Contrary to the manufacturer profit, social welfare can increase with lower subsidy level.

환경문제의 심각성에 대한 소비자의 관심이 점차 증대하고 있고, 환경문제 야기에 외식산업의 책임이 크다는 지적이 불거지고 있다. 그럼에도 불구하고 외식기업의 친환경경영활동이나 친환경 외식기업 구매의도에 대한 연구는 미흡하다. 본 연구에서는 외식기업의 친환경경영활동과 소비자의 친환경적 태도, 지각된 소비자의 효율성이 소비자의 구매의도에 미치는 영향을 살펴보고자 하였다. 본 연구를 통해 외식기업의 친환경경영활동에 대한 소비자 인식을 확인하고, 구매의도에 어떠한 영향을 미치는지 검정하여 외식기업의 경영활동과 판매활동에 기초적인 자료를 제시하고자 하였다. 또한 소비자의 친환경적 태도를 관찰해 봄으로써 구매의도에 가장 의미 있는 태도를 파악하여 소비자를 이해하고, 커뮤니케이션의 도구로 활용하는데 도움이 되고자 하였다. 마지막으로 친환경적 태도와 친환경 행동 간에 상당한 차이가 있는 것에 주목하여 지각된 소비자의 효율성과 구매의도와의 관계를 파악하여 소비자의 행동에 대한 설명력을 높이고자 하였다. 본 연구의 결과는 다음과 같다. 친환경경영활동, 친환경적 태도, 지각된 소비자의 효율성은 친환경 외식기업 구매의도에 영향을 미치는 것을 나타났다. 구체적으로 친환경경영활동 중에서는 ‘자원의 절약’을 제외한 ‘친환경 식자재’, ‘재사용 ⋅ 재활용’ ‘친환경 커뮤니케이션’의 요인이 채택되었다. 친환경적 태도 중에는 ‘친환경 행동의 중요성’과 ‘친환경 행동의 불편 감수’의 요인이 채택되었는데, 이는 보다 더 구체적인 친환경적 태도가 구매의도를 유도할 수 있다는 것을 의미하는 결과라고 하겠다. 마지막으로 PCE 는 구매의도에 가장 유의미한 영향을 미침이 확인되었다. 따라서 외식기업은 해당 기업의 친환경경영활동이 소비자가 보다 쉽게 인지하고 평가할 수 있도록 적극적인 커뮤니케이션을 하는 것이 필요할 것이다. 또한 소비자의 친환경적 태도에 영향을 줄 수 있고, 자신의 친환경 행동에 대한 효율성을 인지할 수 있는 마케팅 전략을 수립하는 것이 중요할 것이다.

Many foodservice operators have recognized the importance of promoting environmental awareness to create competitive advantages. Despite this, limited research exists on sustainable restaurant practices, attitudes and perceived consumer effectiveness toward purchase intention. The purpose of this study was to investigate the impact of these constructs on consumers’ purchase intention toward green restaurants. This study identified key dimensions and measured sustainable restaurant practices, eco-friendly attitudes, perceived consumer effectiveness and consumers’ purchase intention. This study was conducted by self-administered questionnaire survey method on customers using restaurants of Square1 mall in In-cheon from May to June in 2015. A total of 242 consumers were participated in this study. The data were analyzed by SPSS 22.0 and AMOS 18.0 statistical analysis program. Factor analysis showed green practices and eco-friendly attitudes could be understood in terms of 4 factors each. Results showed that green ingredients, reuse/recycle and communication factor had significant effects on consumers’ purchase intention toward green restaurants. Also, Attitudes toward importance, inconvenience-taking and perceived consumer effectiveness had significantly affected consumers’ purchase intention toward green restaurants. These findings offer practical guidelines for effective green marketing management in restaurant operations. Finally, practical implications and suggestions for future research are discussed.

본 연구는 환경의식과 지각된 소비자 효율성이 친환경 소비 행동을 유도하는 과정에서 개인적 규범의 매개변인으로서의 가능성을 실증적으로 분석하였다. 20대에서 60대의 연령대에서 남녀 각 15명씩, 총 300명이 표집되어 설문조사에 응답하였으며, 가설은 구조방정식 모형을 통해 검증되었다. 연구결과는 다음과 같다. 첫째 환경의식이 친환경 소비 행동에 미치는 영향은 개인적 규범에 의하여 완전매개되었다. 둘째 지각된 소비자 효율성이 친환경 소비 행동에 미치는 영향은 개인적 규범에 의하여 부분 매개되었다. 이러한 연구결과에 근거하여 환경의식과지각된 소비자 효율성은 개인적 규범을 활성화하여 결과적으로 친환경 소비 행동의 실천을 유도하는 것으로 결론 내릴 수 있다. 연구결과에 근거한 학술적·정책적 시사점들이 결론에 제시되었다.

This work empirically analyzes the influence as parameters of personal norms in the process ofenvironmental concern and perceived consumer effectiveness leading to pro-environmentalconsumption behavior. A total of 300 people, 15 men and women in their 20s and 60s, respondedto the survey, and the hypotheses were tested through a structural equation model. The resultsof the study are as follows. First, the impact of environmental concern on pro-environmentalconsumption behavior is fully mediated by personal norms. Second, the impact of perceived consumereffectiveness on pro-environmental consumption behavior has been partially mediated by personalnorms. Based on these findings, it can be concluded that environmental concern and perceivedconsumer effectiveness activate personal norms, resulting in the practice of pro-environmentalconsumption behavior. Academic and policy implications based on research results were presentedin the conclusion.

The purposes of this study were to examine the effects of eco-friendly attitude and clothing management awareness on sustainable clothing management behaviors, and to identify the moderating role of perceived consumer effectiveness. The subjects of this study were 600 adults in their 20s and 30s, and the research method was a survey. The collected data were analyzed using Cronbach' α, factor analysis, regression analysis, and process macro. The results were as follows. First, on eco-friendly attitudes, eco-friendly consciousness and eco-friendly interest/participation were derived. Clothing management awareness and perceived consumer effectiveness were each identified as a factor. On sustainable clothing management behaviors, active behavior and general behavior were derived. Second, eco-friendly interest/participation had a positive effect on active behaviors, whereas eco-friendly consciousness had a positive effect on general behaviors. Clothing management awareness had significant positive effects on both active and general behaviors, and was the most influential factor among the 3 independent factors. Third, perceived consumer effectiveness had a moderating effect that strengthens the positive influence of eco-friendly consciousness and clothing management awareness on active behaviors. Therefore, This study suggests that it is necessary to develop more specific and practical guidelines and educational programs related to clothing management, as well as strategies to enhance perceived consumer effectiveness in order to promote sustainable clothing management behaviors.